Highlights in August
by Alicia Görlitz
At a gross value of CHF 438.6 million, the advertising month of August has closed out 14 percent above the previous year’s figure.
Gross advertising pressure has thereby increased by 4.4 percent compared to the previous month, July.
A total of 15 sectors recorded a double-digit increase in their advertising pressure, helping gross advertising pressure in August to gradually recover from the summer slump.
In 2022, total gross advertising pressure amounted to CHF 3,990 million, up 34 percent on 2021.
Advertising Pressure in the market as a whole
Development of Advertising Pressure as per August 2022 in million francs (gross)
Telecommunications picks up again after its July low
Sixteen out of twenty-one sectors saw higher advertising pressure in August than in the same month in the previous year, with the tobacco sector experiencing the biggest rise (+137.9%). Construction, industry and furnishings (+48%) saw the second-highest percentage increase and thereby maintained its second place in the overall annual ranking, behind retail, which also saw an above-average increase in August (26.5%). As in the previous month, leisure, gastronomy and tourism took third place, with the sector’s advertising pressure increasing by 17.8 percent in August.
The telecommunications sector was able to increase its advertising pressure by 13 percent compared to August last year. In comparison with the previous weak month of July, performance was a full 49 percent higher, the second-highest percentage increase compared to the previous month after tobacco products (145%).
Five sectors with lower advertising pressure compared to last year
Five sectors have seen less advertising pressure compared to August last year. The most marked dip was in the cleaning sector (-37.6%).
Advertising pressure also dropped in the food (-20.6%), digital & household (-3.0%), automotive (-13.6%) and cosmetics & toiletries (-0.9%) sectors in August.
Top of the month
The top advertisers and most widely advertised products and services (excluding range, image and collective categories) in August 2022
Media Mix
Media Mix for the month of Augsut
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